Maybe it's a professional habit. Every time I read a special issue, Dunan Daily, Evening News and Crystal Daily, I will pay great attention to the copy of some health care products and like to analyze and summarize them. In fact, many of the copywriters in those newspapers are poorly written, and some have not yet found the direction of creation. It is hard to imagine that these copywriting can bring great sales performance.

The specific content can be subdivided into the following 18 items:

1. There are two types of content in the newspaper:

First, a copy every day, almost every week there are 2? 3 times exposure rate; For example, Sunflower Weikangling, Yangshengtang Vitamin E, Slow Swallowing Shu Ning, etc., focus on the applicable population, symptoms and curative effects. The second is the activity copy, which will only be published when the products are doing activities, so the copy is mainly about buying gifts and hype.

2. Looking for a good one? Start from scratch? .

Both daily copywriting and activity copywriting need a reason to convince consumers. A good activity can close the distance between products and consumers and increase more trust.

3, the creation of the title:

It is explained in detail in the following contents. Several principles are added here: (1) The bid shall not exceed 10 characters, and the effect is best within 8 characters; (2) The keywords of the title should be creative, which is easy to attract people; (3) Small goals should focus on subdividing target groups, appealing for product effects, describing hot-selling scenes, and emphasizing repeated purchases.

4、? Tofu block? Type layout:

The title of the advertisement attracted readers. The next step is to let the readers continue reading the content, and at this time they will not feel the content? Class? . So, try to use it on copywriting? Tofu block? Style creation technique. Divide it into several subheadings, and write up to 240 words under each subheading, so that it looks not tired and has a good visual effect;

5. Effect comparison:

Without comparison, there is no good effect. Therefore, in the copy, we must describe the effects before and after using the product in detail, and highlight the characteristics of the product through comparison. Of course, we must pay attention to skills in the process of description, but mechanical description makes readers feel? Fake? .

6, picture comparison:

In the newspaper, a copy without pictures is a failed copy. No matter what the manufacturer says, consumers will decide whether to buy or not according to their own judgment. Explain the function of the product by comparing the pictures, so that consumers can see what the product looks like before and after use. In this way, after comparing before and after use, consumers can easily realize that the product is effective. Of course, pictures have other functions, such as effectively attracting attention, diluting the words in the newspaper, increasing reading interest and so on.

7. Avoid sensitive words:

This point must be paid enough attention to in the management of health care products, and a little carelessness will lead to relevant departments such as industry and commerce, quality inspection and health. Because the wording of the copy is slightly careless, it will violate the Advertising Law and the Guiding Opinions on Advertising of Medicines and Health Products. There is only one way to solve this problem. Fight? Edge ball? . For example, health care products cannot appeal to curative effect; Can't talk? Radical cure? Can't talk? Course of treatment? Wait a minute. However, China's language is very rich, which can be expressed clearly by changing its vocabulary. What if you don't say it? Course of treatment? Say? Cycle? ; Don't say? Efficacy? Say? Effect? ; Don't talk about radical cure Talk? Solve? ; Don't say? Treatment? Say? Recover? Wait a minute.

8. Proper use of numbers:

Practice shows that the use of numbers in health care products is more convincing and easy to attract attention.

9. Product mechanism:

Product mechanism is a must for a newspaper. The product mechanism is the core foundation of curative effect, and the function of the mechanism is to tell readers why the product is effective. Can fundamentally solve consumers' questions. Especially the new products, we should talk about them every time and take pains to talk about them.

10, time limit:

The more you can't get something, the more people will cherish it. Nobody wants a free product. Therefore, it must be reflected in the copy, and the time and quantity of activities are limited. If you miss this opportunity, you won't. In this way, consumers have a certain sense of urgency, and the probability of generating sales is greatly enhanced.

1 1, effect quantification:

What does this mean? It means giving consumers a hope of recovery. For example, what effect can be achieved with 1 cycle; Use 2? What effect can be achieved in 3 cycles; Use 4? What effect can six cycles get? In this way, consumers will have a bottom in their hearts and dare to buy. Because through this, he can see the hope of recovery.

12, testimony appeal:

In 2006, the new Opinions on Advertising Management of Health Care Products clearly pointed out that cases and patient testimonies should not be directly used for advertising appeals. At this time, we can use the power of a third party to solve it in the form of an interview. The effect is increasing instead of decreasing.

13, authoritative appeal:

The time when old women sold melons and boasted is over, and no one will blindly listen to the functions and advantages of products. With the help of some authoritative organizations, scholars, professors, academicians and other experts, it is more credible to say what products want to say, and consumers are more likely to believe it.

14, language close to life:

The language in the copy must be easy to understand, and don't distance yourself from consumers. If the copywriting language cannot communicate effectively with consumers, the advertising effect will be greatly reduced, so the language must be close to life.

15, product scope:

In other words, the product is suitable for those people. At this time, you can use the scientific name of the disease or the description of the symptoms. Because some people know what disease they have, while others don't. Through the description of symptoms, patients will sit in the right place and make a purchase.

16, product packaging:

Product packaging must appear in newspapers, because it can give consumers a very vivid and intuitive impression. It is also easy for consumers to distinguish when they go to the product terminal to buy. If there is no product packaging, consumers don't know what the product looks like, and the advertising communication effect will be very poor.